TELKOMNIKA ISSN: 1693-6930
Service Engineering Based on Service Oriented Architecture Methodology Suhardi
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Figure 1. Proposed Service Engineering Framework
4.1. Identification Stage
In the identification stage, new services potential for a customer is identified and defined. The underlying motive for innovating new service is to improve customer value. In that
sense, the service identification stage must consist of steps to identify services with high customer value. Business Model Canvas BMC [23] is used in this stage as an analysis and
modeling tool of the firm to identify components with strong potential to improve the value proposition to the customers. Nine blocks of BMC are the analytical bases for improving the firm
value. The potential of improvement might arise from customer segment, revenue stream, cost structure, value proposition, or in key activities.
Figure 2. Business Model Canvas Template The identification stage should start with as-is BMC, but the real result of the BMC
analysis is the newly proposed BMC: the to-be BMC. This new BMC represents the proposition of service innovation. As an example, the decision to improve the Key Activities
block might require a creation of service innovation in supporting activities. Therefore, a new support service should be designed and implemented to increase the effectiveness of the key
activity process. This type of service can be categorized as service-as-support. In another case, the decision of improvement might reside in the Value Proposition block. In this case a
new service should be proposed for the customers, in the form of direct customers facing services. This type of service can be categorized as “service-as-product”.
Another common tool to identify the service innovation is the questionnaire method. The method is regularly used during a market research activity. The use of questionnaire is part of
true requirement investigation, as the requirement is defined based on actual interaction with prospective customers [5]. An analysis from the questionnaire data might instigate a new
service innovation. For example, the questionnaire result might suggest an improvement in the firm key activities. Therefore a service innovation can be introduced from “service-as-support”
category to enhance the actual key activities.
ISSN: 1693-6930
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Figure 3. Stages of Identification Stage Another common form of true requirement investigation is observation. Observation is a
method to capture the information based on the real-world situation. Observation process can also include questionnaire, or interview activities. During the observation the researcher must
directly visits or experiences the site of actual business process and customer transaction performed.
A service innovation in these days frequently leads to the implementation of new Information Technology IT component [24]. An input from IT assessment is therefore will be
valuable in the identification stage. The latest trend in IT, such as cloud computing, could serve as an important element in the service innovation.
The final result of an identification stage is presented in the form of to-be BMC complemented with summary of the service innovation idea. Both components should be
formalized as a service identification document. 4.2. Design Stage
The design stage of the proposed framework is divided into two sub-stages: 1 service process design and 2 SOA design. The goal of the first sub-stage, the service process design,
is to create the design of the service defined from analysis in the identification stage. The second sub-stage, SOA design, is the sub-stage to elaborate the design using SOA approach
and methodology.
During service process design, the service blueprinting technique [25] is proposed to represent how the service should be delivered to the customer. Service blueprinting technique is
normally used to describe existing service or to represent the service innovation. The technique defines five layers for service interaction: 1 physical evidence, 2 customer action, 3 on-
stage contact employee, 3 back-stage contact employee and 5 support process. In addition to service blueprinting technique, Business process diagram BPD, with its Business Process
Modeling Notation BPMN as the tool, can be used to elaborate the process of service innovation.
Figure 3. Service Blueprint Template
TELKOMNIKA ISSN: 1693-6930
Service Engineering Based on Service Oriented Architecture Methodology Suhardi
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result from this process will be used as a reference to determine the service operation in the SOA implementation sub-stage.
The second sub-stage in design stage is the SOA implementation sub-stage. In this sub-stage, an SOA methodology will guide the creation of service design in IT terms. An SOA
methodology commonly involves an identification activity followed by design activity. The purpose of identification is to identify the candidate services, while the purpose of the design
stage is to define the services specification, such as service contract and choreography. In the proposed framework, some part of SOA service identification has already been performed
during the previous step, in the form of to-be BMC, service blueprint and BPMN. These artifacts are the starting point for Service identification in the SOA methodology. For example, the case
of adopting Thomas Erl’s MSOAM methodology, the first two steps of it, Ontology Definition and Business Model Alignment, can be simplified by employing the results of BMC analysis. The
same idea is also applicable to steps 3.1 Business Requirement Definition and 3.3.1 Decompose Business Process in which the previous result from Business Process Diagram
and Service Blueprinting can be used.
Figure 4. SOA Methodologies in Design Stage
4.3. Development Stage
